Established in Australia in 1902, Helena Rubinstein (HR) was founded by a pioneer in the world of cosmetics named Helena Rubinstein. HR has been guided by one unique obsession: to always advance one step further in the battle women undertake in their quest for beauty.

In 1939, Helena Rubinstein launched the world's first waterproof mascara. From that moment on, women enjoyed the benefits of wearing mascara without worrying about it running, and waterproof mascara became a must-have. Years later, the visionary creator Madame Helena Rubinstein never stopped revolutionizing the world of cosmetics and skincare. Today, HR was dubbed as a leading expert in the field of anti-aging.

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